Brand awareness is one of the main reasons why marketers use influencer marketing. Due to influencers high followers, they have great power to increase brand exposure by reaching a large amount of people in one post.
Choosing an influencer who’s followers are of your target audience allows your campaign/message or product to be seen by people who are likely to be interested in what you can offer and engage with you – which is of course, the ultimate goal of using influencer marketing.
Consumers tend to trust content and recommendations from influencers, as they are seen as a third party, unbiased source and this can have an impact on people buying your products or services.
It’s of real importance that interesting, varied and different content is featured on any brands social media platforms to ensure that they stay relevant and continue to establish an engaged audience.
Working with influencers can help you create some really engaging and unique content, which will lead to increased engagement on your channels. When influencers share content about your brand on their profiles, their audience will engage with it and may in turn begin engaging with you if they believe an influencer they like also likes your products.
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exactly what is influencer marketing?
A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.
At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche. Influencer marketing works because of the high amount of trust that social influencers have built up with their following, and recommendations from them serve as a form of social proof to your brand’s potential customers.
when you decide to invest in influencer outreach programs , there are some common mistakes we help you avoid.
Not Defining a Goal for Your Influencer Marketing Campaign - some marketers make the mistake of launching an influencer marketing campaign without a set goal in mind.
Choosing the Wrong Compensation Model - The right compensation model can get you a long way with your influencer marketing campaign. But choosing one that doesn’t fit your budget or goals could result in huge losses.
Being Enticed by Audience Size Alone - This is easily the biggest mistake marketers make with their influencer marketing campaign. They think that just because an influencer has a massive following, they’ll have the maximum impact.
Being Overly Restrictive with Content Creation - You may have seen celebrities or influencers promoting a product and listing it's features and benefits. And in many cases, the way they mentioned the benefits may seem a bit off – like it was overly scripted and unnatural.
Failing to Maintain Transparency - Another big mistake brands make with their influencer marketing campaign is failing to disclose their partnerships. In an attempt to maintain authenticity, they fail to ensure their influencers are disclosing their partnerships.
Ignoring Experts - While this sort of advertising is designed to be easy, there's a lot of expertise required to make good campaigns great. Only a specialist in digital marketing will be able to point business owners in the right direction when it comes to optimization, targeting and a plan for long-term growth.
How To Measure integrated media & advertising performance and Results
Impressions & Reach Two of the first metrics to look at in analyzing influencer marketing performance are the average reach and impressions of each post.
Audience Engagement Before and after investing in influencers, audience engagement is one of the most important metrics to analyze.
Brand mentions Another important metric to track is the number of brand mentions the company is receiving before and after the campaign.
CTR – Click Through Rate areThis is a percentage calculated on clicks/impressions. If your ad had 1000 impressions and received 10 clicks, that would result in a 1% click-through rate.
Traffic from Social Although audience growth and reach are important, most influencer campaigns will include a CTA to drive the audience off of social and onto the company's site.
Conversions from Social Similar to traffic from social, tracking conversions is key to determining the ROI of influencer marketing.
Return on Advertising Spend (RoAS) In short, RoAS refers to the profit you make from the money you spend on advertising. Money out, money in.
the top reasons why influencer outreach is such an important part of your marketing effort.
The ideology behind influencer endorsements is fairly simple in nature. When a celebrity, social media personality, or industry expert shares content about a brand on social media, it creates a sense of instant credibility for the brand they promote.
Point blank, influencers who mention your brand on social media drive sales. More and more, consumers are looking to influencers for suggestions on what products or services they should purchase. As social media has become more prominent, so has its potential for reaching your target audience.
Millennials are increasingly favoring and contributing to the popularity of digital media. So if you are looking to appeal to the millennial or Gen-Z market, influencer marketing is all but essential in today’s digital-first world. Attracting consumers from these audience segments brings tremendous value to your brand and invaluable access to one of the most profitable demographics.
An influencer campaign isn't just about the numbers—it’s also about building long-term relationships. Establishing a strong relationship with an influencer creates a bond for a lasting partnership that can help drive long-term results for both the influencer and the brand.
You can build a campaign around an influencers' review of your cool new product and place your brand in the spotlight. Influencers are go-to resources of information on new products in their industry. Whether its fashion, gaming, beauty, or fitness, audiences respect and often idolize the opinions of the influencers they follow.
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